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at sharp are also betting on one unique technology to bring business back. we explain. >> reporter: engineers at sharp looked into the future and the monitors, public computers and in smartphones too. the new liquid crystal display technology is called igzo. it reduces power consumption by a fifth. only sharp owns this technology, for now. >> translator: smartphone batteries that last longer are very appealing. >> reporter: in december, a market research firm ranked smartphones with a igzo panel as the number one seller in japan. >> translator: we're getting many inquiries of products. that would certainly boost our sales. >> reporter: sharp executives are pinning hopes on this technology? >> translator: igzo is contributing a lot to improving our business. >> analysts say sharp executives may need to learn more from their past mistakes. executives invested nearly $5 billion to increase production lines for liquid crystal displays. it didn't take long for south korean and taiwanese competitors to catch up. sharp eventually lost in the price war and posted a steep decline in profits
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